Nov 62 min read

Donald Trump Becomes the 47th President of the United States

In a historic win, Donald Trump has reclaimed a seat in the White House, now serving as the 47th President of the United States.

AI Generated Donald Trump AI — Generated by Leonardo AI

His campaign was marked by a commitment to "Make America Strong Again," focusing on issues such as strengthening the economy, securing borders, and revitalizing American manufacturing. Trump also promised to prioritize U.S. energy independence, streamline federal regulations, and emphasize domestic safety measures. However, as is often the case with political promises, only time will tell if these ambitious goals will be realized.

The Journey of Donald Trump: From Businessman to Politician

Donald Trump, a well-known businessman, media personality, and former president, has always been a polarizing figure. His path from the boardroom to the White House began long before his first presidential bid in 2016. Raised in a family of real estate developers, Trump took over the family business, expanding it into a global brand with interests in hotels, casinos, and entertainment. His reality TV show, The Apprentice, elevated his profile and showcased his self-branded persona as a successful, no-nonsense businessman.

Donald Trump with an American Eagle and Flag behind him — AI Generated Donald Trump

Trump's Political Ascent and Controversies

Trump’s first term as president from 2017 to 2021 was marked by several achievements in tax reform, judicial appointments, and foreign policy efforts. However, his presidency was also riddled with controversy. His handling of immigration, stance on climate change, and often combative communication style drew both fierce criticism and passionate support. His handling of the COVID-19 pandemic in particular became a point of significant debate, shaping the latter part of his presidency.

After his term ended, Trump continued to be a prominent figure in American politics, rallying his base and frequently sharing his views on the direction of the country. Legal battles, including investigations into his business practices and allegations regarding election interference, have kept Trump in the headlines, making his return to office all the more unprecedented.

A New Chapter Begins

As Donald Trump prepares to serve his second term, America awaits to see how this familiar yet changed leader will approach the challenges ahead. While opinions on his policies vary widely, one thing is certain: the coming four years are likely to be dynamic.

Writer’s Note: Personally, I hold no opinion on the outcome of the election. What I can say, however, is that it will be an interesting four years to come.

A Leap Too Far: Reflecting on Jaguar’s New Logo and Rebranding

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27 November 2024

Paul Francis

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For as long as I can remember, Jaguar has embodied luxury, sophistication, and performance. As a child, I was captivated by its iconic cars. My uncle’s sleek Jaguar felt like the pinnacle of elegance; its growling engine and opulent interior were unforgettable. To me, Jaguar wasn’t just a car—it was a statement. Now, as a designer myself, I find myself disappointed with the brand’s latest rebranding, especially its new logo. What once felt exclusive and deliberate now feels generic and rushed.

A Legacy of Luxury

Jaguar’s history is nothing short of illustrious. From its origins as the Swallow Sidecar Company in 1922 to its post-war rise as a global luxury powerhouse, Jaguar epitomized innovation. Models like the E-Type hailed as one of the most beautiful cars ever made, solidified its place in automotive history. Even its recent foray into electric vehicles, with the I-PACE, retained an air of exclusivity and forward-thinking design.

But this new chapter in Jaguar’s story—marked by an all-electric pivot and a reimagined logo—feels disconnected from the brand’s roots. The minimalist design of the updated "leaper" and the accompanying font lack the flair and identity Jaguar once championed. It’s as though someone scrolled through Photoshop’s font library, chose one at random, and declared, “That’ll do.”

The New Logo: A Missed Opportunity

Rebranding is always a delicate process, especially for legacy brands like Jaguar. The new logo’s sleekness might aim for modernity, but it fails to evoke the luxury and sophistication that has defined Jaguar for decades. Logos should resonate emotionally with their audience, but this redesign feels sterile. Where is the sense of heritage? Where is the elegance that once made the Jaguar emblem so distinctive?

Latest Jaguar Advert

2015 Jaguar Ad

Electric Dreams or Branding Missteps?

Jaguar’s shift to an all-electric lineup is part of its ambitious "Reimagine" strategy, positioning the brand as a Bentley competitor rather than targeting BMW or Audi. However, simply offering electric vehicles (EVs) is no longer a differentiator. As Rory Sutherland astutely pointed out in his analysis of Ford’s EV strategy, consumers gravitate toward familiarity. Ford didn’t reinvent the wheel—it electrified its icons. By branding the Mustang and F-150 as electric, Ford reassured customers that these were still the cars they loved, just updated for the modern era

Jaguar, on the other hand, risks alienating its loyal base. By abandoning its legacy names and designs, it’s gambling on a complete reinvention rather than leaning into what already works.

A Designer’s Perspective

From a design standpoint, Jaguar’s rebranding lacks cohesion. The new logo might aim for minimalism, but it veers into blandness. In a world saturated with generic rebrands, Jaguar had the opportunity to stand out by embracing its history while looking forward. Instead, this feels like a case of trying too hard to appear "modern" without a clear sense of identity.

Closing Thoughts

Jaguar’s cars once represented aspirations. For me, they were synonymous with childhood wonder and adult sophistication. But this rebranding feels like a leap too far—one that sacrifices identity in pursuit of change. While I understand the need to modernize, I believe Jaguar could have charted a different path, one that honoured its storied past while embracing the future.

Ultimately, the new logo and strategy might attract a fresh audience, but for long-time admirers like myself, it’s hard not to feel a sense of loss. Jaguar, I hope you find your way back to the luxury and elegance that once defined you.